SERVICE MARKETING AND ITS CONTRIBUTIONS TO UNITS OF INFORMATION: a literature review

• Autor(a) principal: Fraga Dias Campos, Andréa
• Data de Publicação: 2022
• Outros Autores: de Sevilha Gosling, Marlusa, Teixeira de Sevilha Gosling, Iury
• Tipo de documento: Artigo
• Idioma: eng
• Título da fonte: Marketing & Tourism Review
• Texto Completo: https://revistas.face.ufmg.br/index.php/mtr/article/view/7375
• topic: Information Science; Marketing; Information Units; Service Marketing; Ciência da informação; Marketing; Marketing de Serviços; Unidades de Informação; Ciencias de la Información; Marketing; Marketing de Servicios; Unidades de información

Because of the significant changes brought about by technological advances, knowledge about Service Marketing emerges as a factor for improving the service to information users' needs and adapting to the demands of “modern times.” Thus, the objective is to identify how the marketing of services can contribute to the quality of services provided in Information Units. To this end, the specific objective is to present the 8 P's of Service Marketing, price, product, place and promotion, processes, service landscape, people, and productivity, as guidelines for improvement. This research has a qualitative approach and is constituted as a Literature Review, based on a research protocol in search of studies that contribute to the discussion of the outlined objectives, striving for methodological rigor and replicability. The search for studies was conducted through a search on the Capes Journal Portal, initially resulting in forty-seven articles, which, after applying the filters, reading the titles and abstracts, as well as reading in full, remained in six articles that were organized in a table. and synthesized in a discussion with key authors of Services Marketing. It was concluded that Service Marketing presents strategies that can contribute to the improvement of the services offered by the Information Units, guided by the dimensions of product, place, price, promotion, service landscape, processes, people, and productivity in meeting the needs of its users. We would like to thank the “Fundação de Amparo à Pesquisa de Minas Gerais” for funding the research fellow at the master’s level.